Asda secured an emphatic victory this week with a basket that was a full 9% cheaper than its full-range rivals.
The Leeds-based supermarket hit its biggest winning margin in the current Grocer 33 year. The news will be music to the ears of executive chairman Allan Leighton, who aims to be 5%-10% cheaper than other mults by the end of 2026.
Asda was cheapest for 22 of the 33 items, and exclusively cheapest for 16 of those. No one else was exclusively cheapest for more than two SKUs.
Discounts contributed to that clear victory. Asda had eight price cuts this week, including on the Marmite, Ginsters pasty and Frubes. But EDLP was also abundantly clear on the spinach, pears, cheese, lamb and mackerel.
Asda’s £63.44 basket totalled 1.9% less than the same items cost last month, and just 0.1% more than last year, compared with an average annual inflation figure of 3.4% on the items in this week’s basket.
When multibuys for all retailers were factored in (Asda had six this week) it was 11.3% cheaper than anywhere else.
Morrisons and Sainsbury’s tied for second place with a £69.71 basket. Sainsbury’s leaned more heavily on promotions to get there, with 12 price cuts, which gave Nectar members 10.4% (£7.24) off its total.
Tesco slipped into fourth place. Easing back from price wars on this week’s basket, it had the biggest weekly, monthly, and annual price increases. Only its Tetley teabags, part of its Aldi Price Match campaign, were cheaper than anywhere else. Its £70.20 basket was 10.7% dearer than Asda’s.
Waitrose came out 25.9% pricier than Asda at £79.86, and offered just four cheapest SKUs. The upmarket retailer did, however, offer the deepest discounts, with nine price cuts totalling £13.45 (16.8%).
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